Gartner Research

Gartner Magic Quadrant for Ad Tech


Amid a perfect storm of adversity in advertising markets, 74% of marketers optimistically expect to increase spending on digital advertising in the next 12 months. Evaluate these 14 key ad tech vendors as part of your advertising reboot.

Published: 21 September 2020

ID: G00451404

Analyst(s): Andrew Frank , Lizzy Foo Kune , Eric Schmitt

Table Of Contents

Market Definition/Description

Magic Quadrant

  • Vendor Strengths and Cautions
    • Adform
    • Adobe
    • Amazon
    • Amobee
    • Beeswax
    • Centro
    • Criteo
    • Google
    • MediaMath
    • Mediaocean
    • The Trade Desk
    • Verizon Media
    • Xandr
    • Zeta Global
  • Vendors Added and Dropped
    • Added
    • Dropped

Inclusion and Exclusion Criteria

Evaluation Criteria

  • Ability to Execute
  • Completeness of Vision
  • Quadrant Descriptions
    • Leaders
    • Challengers
    • Visionaries
    • Niche Players


Market Overview

Gartner Recommended Reading

  • Ability to Execute
  • Completeness of Vision

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